Clube de Criação: Re-reborn

November 29, 2018Filed under Integrated and Professional Services

Technology and creativity evolve at a dizzying pace. So how to promote the Brazilian Creative Club Festival – the biggest event in Brazilian advertising, done by Brazilian Creative Club, a non-profit organization – in a way that is truly new? With an idea that changes like the world: every second. Using an exclusive algorithm, we created a campaign that was mutable in all its aspects: logo, tagline, colors and typography. A campaign that never repeated itself. The result was 9 different posters: each version of them could be seen only once. As they were living and mutating, the posters were digital-only: they were never printed or shown in a static way to the audience. Each one had its individual link, so the algorithm could work in real time. And we also replaced traditional media by an innovative one. The mutating posters were turned into guerrilla projections in dozens of different sizes on places that are often visited by our target audience: agency professionals, producers, students, and artists.

Advertising Agency:FCB, Sao Paulo, Brazil
Film Studio:Saigon
Post Production Company:Bleach
Sound Company:Vocoder
Projections:On Projeções
Chief Creative Officer:Joanna Monteiro
Executive Creative Director:Fabio Simoes
Creative Director:Romero Cavalcanti
Art Directors:Rafael Beretta, Juliana Utsch, Yan Esteves
Copywriters:Sofia Calvit, Nikola Salim
Art Assistant:Pevê Azevedo
Executive Account Director:Elton Longhi
Account Director:Pedro Fuhrer
Account Supervisor:Vanessa Hannud
Account Executive:Isabel Lunardelli
Media Vp:Fábio Freitas
Media Director:Vinicius Loschiavo
Project Manager:Suelen Mariano
Producer TVs:Ricardo Magozo, Pedro Lazzuri
Producer Assistants:Mariana Golpian, Natasha Zaminiani, Daniela Fonseca, Camila Galdêncio
Producer Manager:João Albertini
Technology and Project Director:Marcio Bueno
Creative Technologyst:Victor Odo
Editors:Rodrigo Resende, Eduardo Dória
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